Mpact PR was tapped to help promote Forward Together-Strong Families’ 3rd annual ‘Mama’s Day Our Way’ campaign. The campaign disrupts the message that there is one right way to be a family, with their message —all families matter.
Problem: Nowadays, families are more diverse than a mom, dad and two children. However, Mother’s Day cards in greeting card aisles don’t reflect the variety of families or mamas that exist such as single moms, chosen moms, immigrant moms, queer moms, and incarcerated moms.
Solution: Strong Families commissioned incredible artists from around the country to create free e-cards that represent all families—-which sent the message that all families matter. Mpact’s team set out to change the narrative about Mother’s Day and families in general using Strong Families’ Mama’s Day e- card campaign as a platform to start new conversations via the media. Emphasis was placed on penetrating mainstream media and breaking new ground in parenting, multicultural, online and niche audiences to raise the visibility of Strong Families’ work and brand recognition. And, for the first time, the campaign extended to Father’s Day to celebrate all the caregivers in our lives. Through audit interviews with key stakeholders, artists, and the public about the importance of this campaign, we generated impactful coverage in Salon, Buzzfeed, Advocate.com, Jezebel and PolicyMic, among others. Jacqueline also highlighted Strong Families’ Mama’s Day Our Way’ campaign in her 99U article entitled, “Why Every Artist Should Be a Great Storyteller.”
“I saw the Strong Families campaign on FB last year, and it was so tender, moving, and right on. I saw it as a careful dedication to the lives and love between groups of people who are often unrepresented, or carelessly represented in the media. Coming from where I’m from, being who I am, these cards made me feel a little more seen in the world. That I am thankful for, and that is why I wanted to create a card.” — Amaryllis DeJesus Moleski
“Chosen family has been a crucial aspect of my existence and survival as a queer person of color in this world. My chosen family has been there for me during times in which I couldn’t go to my birth mother or ‘biological’ family. I also wanted to celebrate Sylvia Rivera’s role as a mother to many struggling queers and trans* folks back when she was alive. Her work is still very relevant today and the legacy she left behind remains alive through the lives she has touched. I really wanted to celebrate this in my card.” — Chucha Marquez